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Advertising: Concept and Copy (Third Edition), by George Felton
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The new edition of a classic text about advertising creativity: how to find great ideas and express them freshly and powerfully.
A classic text now in a new edition, George Felton’s Advertising: Concept and Copy is an innovative approach to advertising creativity. It covers the entire conceptual process, from developing smart strategy to executing it with strong ads―from what to say to how to say it.�Part 1, Strategies, operates on the premise that the idea beneath an ad’s surface determines its success. This first section shows how to research products, understand consumer behavior, analyze audiences, and navigate marketplace realities, then how to write creative briefs that focus this strategic analysis into specific advertising objectives. Part 2, Executions, explains how to put strategy into play. It discusses the tools at a copywriter’s command―creating a distinctive brand voice, telling stories, using language powerfully and originally―as well as the wide variety of media and advertising genres that carry and help shape messages. But great executions are elusive. So Part 3, the Toolbox, gives advice about how to think creatively, then presents an array of problem-solving tools, a series of techniques that advertisers have used repeatedly to produce exceptional work.�
In brief, this book shows how to find strong selling ideas and how to express them in fresh, memorable, persuasive ways. The new edition features greatly expanded discussions of guerrilla advertising, interactive advertising, brand voice, storytelling, and the use of social media. Hundreds of ads in full color, both in the book and on an accompanying Web site, demonstrate the best in television, radio, print, and interactive advertising. Advertising: Concept and Copy is the most comprehensive text in its field, combining substantial discussion of both strategy and technique with an emphasis on the craft of writing not found elsewhere. It is truly a writer’s copywriting text.
500 color illustrations- Sales Rank: #120024 in Books
- Brand: Brand: W. W. Norton Company
- Published on: 2013-08-05
- Original language: English
- Number of items: 1
- Dimensions: 11.00" h x .90" w x 8.60" l, 2.86 pounds
- Binding: Paperback
- 320 pages
- Used Book in Good Condition
Review
“The updated third edition . . . continues to provide new generations with a powerful, in-depth approach to creative advertising routines . . . . [A] recommended pick for any business library.” (Midwest Book Review)
“This book should be handed out to every freshman in college instead of taking that freshman comp class. It’s a beautifully written and illustrated exposition of everything you need to know about writing lucid, funny, eye-grabbing, thought-provoking copy, whether for the Web, journalism, or longer forms―like books. Read this instead of Strunk and White; it’s much more useful and to the point.” (Nick Morgan, PhD, communication theorist and coach, founder of Public Words)
“Felton has not just written a course on copywriting techniques, but rather a travelogue through the land of thinking. . . . Even the most long-suffering, jaded, cynical agency ad person will benefit from having this book in the desk drawer and secretly dipping into the ‘Toolbox.’” (Byron Ferris, Communication Arts magazine)
“Finally a book that strips away some of the smoke and mirrors of the creative process and gives students a groundwork for concepting an advertisement. I would recommend it to anyone considering this profession.” (Christopher Cole, vice president/creative director, BBDO, New York)
“Full of incredibly useful stuff that will make anyone thinking about getting into advertising up to speed on the most important part: the Idea.” (Steve Stone, founding partner, Heat, San Francisco)
“The best advertising book I have ever read. Most books overextend with power phrases and industry lingo. Advertising: Concept and Copy, on the other hand, speaks superbly to anybody. I think it’s the clearest and most concise text yet produced for the advertising professional, covering all the most relevant topics without being boring or technical. It’s practical, intelligent, relevant―and my secret weapon.” (Simon Morris, director, P2P Interactive Marketing & Advertising, Melbourne, Australia)
About the Author
George Felton teaches writing and copywriting at Columbus College of Art & Design in Ohio.
Most helpful customer reviews
8 of 9 people found the following review helpful.
Advertising Concept and Copy Remains Relevant
By Edward Boches
Granted advertising as we know it is in the midst of major changes. Message based ads are less and less effective. Agencies and their clients are turning to utility, social media, co-creation, trans media story telling and a host of new ways to overcome consumer indifference as they strain for some of that elusive and scarce attention.
So right off the bat a book titled Advertising Concept and Copy sounds old and dated. But there remains much that is relevant in George Felton's book. The idea that you have to develop a very focused strategy based on knowledge of your product and consumer. The conviction that you still have to find a clever way to get noticed and remembered. The understanding that to invent creative solutions you have to master the skill of looking at a product from a multitude of perspectives.
As an original partner and long-term creative director (ECD, CCO) at Mullen, and now a professor of advertising at Boston University, I still believe that learning how to craft smart, relevant, clever advertising is a foundation for any aspect of advertising today -- traditional, social, digital, or experiential. Learning to identify a problem, develop a brief, explore a range of potential solutions and acquire the standards, taste and judgment to select an idea that will resonate with customers are the basics for any kind of communication, from a modern TV commercial like Dumb Ways to Die, to a fresh content daily campaign such as Oreo's 100th, to native advertising ideas that won't get lost in the sea of mediocre content.
So while this book doesn't really get into the most modern ideas or teams of processes that we see now from the most innovative agencies, it does a marvelous job of introducing the reader and students to the basics of strategy, consumer analysis, concepting, execution and writing. (The latter, sadly, is a dying craft despite the power of words to persuade and inspire.) It also serves as a reminder that creativity or execution for the sake of creativity or execution are as meaningless as a brilliant brief without a remarkable creative execution to bring it to life.
Perhaps most importantly, if you're looking for a book that you can actually use and learn something practical from, Advertising Concept and Copy doesn't simply tell you how things should work or give you examples that do, it strives to help you with solid tips, suggestions, how-to's, starting points, ways to look at problems, etc. As any creative person knows, you inevitably have to teach yourself and find what works best for you when it comes to idea generation, but for the beginner, there is much that's useful in these 256 pages.
I have few small complaints, such as the writer didn't know that Shackleton's recruitment ad is nothing more than urban legend. Or that some of the examples about changing behavior (re smoking and drinking) weren't actually very effective. And, as mentioned earlier, that most of the examples represent the past more than the future. But overall, this is among the better books available for any of the following.
Students who are studying advertising.
Students who aspire to a creative career and want to develop the basic skills and tools.
Teachers and professors who want a solid companion to augment their own approach to the topic.
Young professionals who want a bit more history and an improved frame of reference for the business.
I plan to use it in some of my own introductory classes.
0 of 0 people found the following review helpful.
The most practical book for ad copywriters.
By Chase
I can easily say that, of the dozen copywriting/persuasion books I own, this book is one of the most practical.
It gets all the prerequisite stuff in there (target audience research, how to create a brief, choosing a strategy) and throws in topics people rarely cover, like how to write in a particular voice or writing non-hype headlines.
i recommend this book for newbies and pros alike. And I say that as a mid-level digital copywriter with 4+ years of professional experience.
0 of 0 people found the following review helpful.
Great for an advertising class or teaching yourself.
By lilymilo16
Purchased this book for my Visual and Copywriting class. It has a great mix between pictures and text, and is very easy to read and follow. Would recommend this book for a communication class or just to brush up on advertising concepts.
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